New work! You Ain’t Seen Nothin’ Yet.
Partnering with Alto as campaign design partner, we translated strategy into a visual language that elevated Ray‑Ban Meta from early‑adopter tech to everyday cultural essential.
At STUDIO HERRSTRÖM, we focused on building a visual direction with the cultural weight to match the names involved. Think fashion editorial meets product storytelling, all grounded in art direction, campaign design, and animation.
Ray-Ban and Meta needed a world as iconic as the artists representing it: cinematic assets starring Doja Cat and Teyana Taylor that frame the glasses not as tech, but as something you live in.
Less about features, more about how people move, create, and stay connected.
The campaign found its way into culture fast and dominated the online conversation.
ELLE Magazine wrote: “Doja Cat Just Made These AI Glasses Look Couture-Level Cool.”
Full case study on studioherrstrom.com
STUDIO HERRSTRÖM: Erik Herrström, Kara Griffin Cushman, Martin Carlsson, Matouš Marťák, Julian Jakob, Marcell Gulyas, Lisa Endresz, Parker Audrey, Polina Vasilyeva, Marisa Brignole, Jaron Arens, Vasco Vicente, Kimelle Fleary, Kerstin Herrström
Agency: Alto
Client: Ray-Ban Meta
Photographer: William Arcand
In collaboration with Spotify’s in-house Creative Team, we developed a refreshed visual identity for Discover Weekly’s 10-year anniversary — creating a dynamic system that celebrates a decade of discovery, embraces the ritual of weekly listening, and introduces new ways for listeners to shape their experience.
Learn more on studioherrstrom.com or visiting Spotify’s newsroom.
Credits
STUDIO HERRSTRÖM: Erik Herrström, Lukas Haider, Alexander Raffl, Martin Carlsson, Marcell Gulyas, Marzena Płaszczyca, Jon Marsh, Wojciech Omiotek, Kara Griffin Cushman, Kerstin Herrström
Spotify’s In-House Creative Team
Hornet
There’s a big issue in our industry that we are not discussing.
We say that we want to create brands that stand out. Brands that are unique.
But at the same time, designers are starting their process by building moodboards with references from inspiration platforms rather than actually conceptually solving the brief in front of them.
It is a huge missed opportunity that leads to a sea of sameness.
At @forwardfestivals in Frankfurt, Erik will be sharing how his experience has made him think differently about branding and design. Not by chasing what’s already working, but by asking deeper and better questions.
He will share insights from his recently published book, THE ECHO: How to Design Brands That Move Culture, recent work with clients within music, tech and entertainment and explain why STUDIO HERRSTRÖM has left behind conventional design habits.
The talk will offer practical insights for designers and brands alike, showing why strong concepts consistently outlast surface-level visuals. And why this is more important than ever.
See you on June 12 in Frankfurt. Link in bio for more details.
Ray-Ban Meta campaign featuring Teyana Taylor and Doja Cat out in NYC and LA.
STUDIO HERRSTRÖM
Martin Carlsson
Matouš Marťák
Julian Jakob
Marcell Gulyas
Lisa Endresz
Parker Audrey
Polina Vasilyeva
Marisa Brignole
Jaron Arens
Vasco Vicente
Kimelle Fleary
Kerstin Herrström
Kara Griffin Cushman
Agency
Alto
Photographer
William Arcand
Last Thursday, we gathered at @softcover.shop around the launch of THE ECHO book by @herrstrom .
A milestone shared with great people, conversations and the printed work in hand.
Thank you to everyone who stopped by and added to the evening.
Grateful to @softcover.shop for hosting the event and @lorakfilm for capturing the evening.
Honored to be invited to judge for D&AD on the War Child & Secret 7” jury for the D&AD New Blood Awards 2026.
Secret 7” takes seven tracks from some of the world’s best-known musicians and presses each one 100 times onto vinyl: 700 limited-edition 7” records in total, with all proceeds supporting War Child’s work.
For me, it’s one of those rare projects that proves music, design and art can drive genuine social change.
What makes it even more exciting is seeing where the next generation of creatives takes this, and playing a small part in giving the best of them the recognition that can help launch their careers.
@d_and_ad@warchilduk@secret7s
Today, I was joined by Erik Herrström @herrstrom founder of STUDIO HERRSTRÖM and former Brand Design Director at Spotify for a conversation on “Designing Culture in the Age of AI: Why Emotion Still Wins”
Together, we reflected on what it means to design not just for visibility, but for emotional connection, and how the most powerful creative work moves culture through what people feel, not just what they see.
We spoke about the shift from output to impact, and why, in a time when AI can generate almost anything, emotion remains distinctly human.
This was not a conversation about AI as a tool, but about connection and how designers, artists, and cultural creators continue to build meaning through a deeper understanding of people.
Vienna, join @studioherrstrom for the THE ECHO book launch at @softcover.shop
Erik Herrström’s first book introduces a proven framework for building brands that do not chase relevance, but create it.
Written for designers, creatives, and marketers, THE ECHO offers a practical path from insight to identity to impact, with tools readers can apply right away.
Alongside personal stories from Erik’s own work — what held up, what failed, and what he learned the hard way — the book also features insights from 18 industry leaders across @spotify@mtv@boilerroomtv@nothing@marshall@universalmusicgermany and more.
Expect a relaxed evening with drinks, books, good conversations and a chance to meet @herrstrom and get your copy signed.
23 April 2026
6-9 PM
Stumpergasse 53-55, 1060 Vienna
More details, link in bio.
The types of superfans that want to connect across more dimensions with artists don’t exist solely in the music community. They’re everywhere. They’re the ones reading skincare blogs and taking notes on YouTube tutorials, watching product launch events, and scooping up merch from the podcast hosts they listen to every morning.
The key is to listen.
I spoke about this with @nadiastruiwigh , artist, producer, and mentor to brands including Roland and Teenage Engineering. One point she made stayed with me: “A product is only relevant if your audience is saying, ‘I needed that.’”
She elaborated: it answers a real desire from the audience, feels like something they had been waiting for, or is even something they did not yet know they needed until it appeared. A good brand listens. A good brand can’t exist without the community.
Nadia also framed criticism in a way I found useful. It is not simply a sign that something went wrong. It is a chance to ask what could be done better. The brands that succeed are rarely the ones spending their energy announcing how good they are. They are the ones refining what they offer and how they speak so it meets people where they are.
As brand builders, these are the people we most want to reach.
They’re the evangelizers. Understand them, and you’ll be able to tap into the core of what your clients’ audiences want.
Tomorrow, I’m hosting a virtual pre-release event for my book ahead of its launch next week.
Join me at 6 PM CET for an early look at the ideas in the book and some reflections before it officially releases. Link in bio!
On Thursday I’m going LIVE to share my best thinking how to become a designer that’s not easily replaced by AI.
In my free talk (over Zoom), I’ll share my point of view on how to design brands that move culture moving forward.
Based on personal learnings, failures and success, I give you my all in helping you reach the next level in your creative process.
This talk is my virtual pre-release event for my book launching next week.
There will be special offer and giveaways for attendees.
Join the pre-release event on April 9.
RSVP → studioherrstrom.com/events
More about the book at
the-echo-book.com
